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In the age of one-click shipping, automated chatbots and long holds on customer support phone lines, these deep ties and offline connections are impressive. Purkey first set foot in a contact center at the age of 17, after landing a job working the phones for Guitar Center. After moving up the ladder to run contact centers that grew from to over reps, he went on to head up training, development and online sales for the music retailer before joining Backcountry. In that time, Purkey witnessed a veritable sea change in the retail world, from the fall of mail-order catalogs to the rise of digital giants such as Amazon.

In this exclusive interview, Purkey digs deeper into the philosophy behind the Gearhead model, walking through the training, tools and indicators that add up to an approach that strongly resonates with their customers. He details the steps startups need to take in order to provide high-level concierge service in an incredibly human way, offering a different path to success for those unable to match the scale of the more established competition.

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But before Purkey joined Backcountry five years ago, the Gearhead program was not much different than any other customer service department. But what sparked this evolution to a more proactive and personal approach? They win by reinvesting all of their excess capital and leveraging tremendous scale to have low costs, low prices and massive selection, which is just unbeatable. For Backcountry, that meant revisiting some fundamental principles. As Purkey looked to retool and expand the program, he honed in on the idea of forging unparalleled one-to-one relationships between Gearheads and customers on a larger scale.

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Startups looking to replicate his approach should rely on these core pillars:. Reach out. However you can imagine it, start developing relationships and seek out any opportunity to spark a connection with a customer. Stay in touch. Go the extra mile.

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One Gearhead sent her very own helmet to a customer who broke hers while out climbing. One customer even got it tattooed on his back.

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People truly want advocacy. For Purkey, laying the groundwork and establishing a solid footing was critical.


Through trial and error, Gearheads spent months iterating to uncover the tactics that resonated with customers. From that initial pilot program, he and his team developed a set of guiding principles that have formed the backbone of the Gearhead approach ever since:. Stoke the passion.

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